Today's consumers can't seem to get enough content. According to a 2018 Neilson Total Audience Report, U.S. adult consumers are spending nearly half of their day (more than 11 hours on average) consuming content. The types of content consumed range from traditional media platforms (live TV viewing and radio) to streaming podcasts and browsing through social media. From a marketer's standpoint, the opportunities to engage consumers with content are endless.
To be successful with content marketing in 2019, brands need to be aware of the following highlights from this report:
Growth in Online Video Streaming Via TV-Connected Devices
A key takeaway from the 2018 Neilson Total Audience Report is the growth in online video streaming via TV-connected devices such as Amazon Fire TV, Apple TV, and Google Chromecast. When comparing the fourth quarter of 2017 to the first quarter of 2018, the amount of time that consumers spent viewing video content on these platforms on a daily basis increased by five minutes. According to research, U.S. consumers are now spending 40 minutes a day on average streaming video content on these platforms.
We've talked a lot about the cord cutting movement and the rise of over-the-top (OTT) media. It's no surprise that the 18 to 34-year-old demographic is the largest group to embrace video streaming via TV-connected devices with the 35 to 49-year-olds coming in second. Millennials currently have the largest purchasing power of any generation, so finding opportunities to advertise on the platforms that they're using to stream video content (YouTube TV, for example) will help to get your brand in front of this audience.
Growth in Time Spent on Mobile Apps
Another takeaway from the 2018 Neilson Total Audience Report that marketers can't afford to ignore is the growth in the amount of time that consumers are spending in mobile apps. U.S. consumers between the ages of 18 and 34 are spending the majority of their time consuming content via apps on their smartphones.
This begs the question, does your business need a mobile app to engage your audience? If you're trying to reach Millennials, it's worth looking into. Our team at New York Ave can help you to determine if developing a mobile app is a smart move for your business.
Consumers Prefer to Use Mobile Devices to Stream Video
From the consumer's perspective, video content and mobile devices go hand-in-hand. When it comes to streaming video content, smartphones are the preferred devices to do so. Something else to note is the rise of video content on social networking platforms. According to the 2018 Neilson MediaTech Trender Survey, 64 percent of U.S. smartphone users turn to social networking mobile apps like Facebook and Instagram to view video content at least once a day. When specifically looking at the 18 to 34-year-old demographic, this number jumps to 72 percent.
In order to captivate your online audience, your business needs to find opportunities to share video content on social media. Video is responsible for driving 74 percent of all internet traffic and is more effective than text when it comes to commanding your audience's attention. To tap into the growing number of consumers that are using their mobile devices to view video content, consider creating a channel on Instagram's new IGTV or using Facebook Live video to engage your audience in real-time.
Best Practices for Content Marketing in 2019
Now that you have a better understanding of how U.S. consumers are digesting content in 2019, here are some content marketing best practices for the new year to help you maximize your investment:
1. Don't Be Afraid to Test New Video Content Tools.
Based on the stats that we shared with you above, video content will rule in 2019 as will mobile apps. Don't be afraid to try something new, such as using Instagram Stories to tell your brand's story with a combination of images and video. A benefit to digital marketing is that you can test out different content formats to determine optimal performance.
2. Make Brand Storytelling a Priority.
When brand storytelling is done well, it dives much deeper than just who you are and why you're doing it. Brand storytelling is all about the experience that you create for your audience and how you engage them. Video is a powerful tool for your business to use to earn your audience's attention and connect on an emotional level. Make your story matter to your audience by telling it in a way that will leave an impact on each prospective customer that you reach.
3. Know Your Data.
While we've made you aware of how today's overall consumers prefer to digest content, the results could be different based on your target audience. As you craft your content marketing strategy for 2019, turn to analytics for the facts on the types of content that your target audience prefers.
Bottom line: with U.S. adults spending nearly half of their day consuming content, you need to be producing quality content on a consistent basis to stand a chance. Our team at New York Ave can help you to determine the right content mix for your business and publish it on the platforms where your target audience is most active.
Contact us at New York Ave for help in putting together a winning content marketing strategy for 2019.